Zomato founder calls out 'intolerance' on social media after language row

Several brands have been hounded by social media trolls in the recent past

MUMBAI: Founder of online food delivery platform Zomato, Deepinder Goyal has called out the rise of ‘intolerance’ among the social media users, after the platform found itself in the eye of another Twitter storm early this week.

“An ignorant mistake by someone in a support centre of a food delivery company became a national issue. The level of tolerance and chill in our country needs to be way higher than it is nowadays. Who's to be blamed here?” Goyal tweeted.

The issue arose after a customer from Tamil Nadu tweeted a screenshot of a chat he had with one of the customer care executives. The complaint was related to a missing food item in the order. According to the customer, the employee told him, that the amount cannot be refunded and apparently schooled him for not knowing Hindi while discussing the order detail. “Tagged me a liar as she didn't know Tamil,” he further accused, tagging the app with the words, “Not the way you talk to a customer. @zomatocare”

The incident soon spiralled into a trending topic on social media, with users tweeting #Reject_Zomato and criticising Zomato, for the employee’s reference to Hindi as “the national language of the country.” Some local politicians also joined in the company’s critique, leading to a knee-jerk reaction from Zomato.

The company soon issued a public apology and announced the termination of the woman employee for “negligence towards our diverse culture”, highlighting that it understands that food and language are core to any culture and Zomato takes both of them seriously.

However, the company reversed its decision a day later and reinstated the employee. “This alone is not something she should have been fired for. This is easily something she can learn and do better about going forward,” tweeted Goyal, adding that the call centre agents are young people, who are at the start of their learning curves and careers. “They are not experts on languages and regional sentiments. Nor am I, btw.”

The Zomato founder also took the opportunity to express his concern over the rising intolerance on social media, and shared a word of advice to Twitterati: “Having said that, we should all tolerate each other's imperfections. And appreciate each other's language and regional sentiments.”, adding, “We are all the same, as much as we are different.”

The case is part of a series of incidents in the recent past, wherein brands and advertising agencies have been targeted by overzealous social media in the country. Recently FabIndia came under fire for an ad it tweeted regarding its latest festive collection titled ‘Jashn-e-riwaaz’. The tweet was later taken down after a vitriolic campaign was run against the brand by some self-proclaimed groups for using Urdu words for a Diwali collection.

Earlier fashion e-comm, Nykaa has also came under fire on social media for its online Navratri offers on condoms and lubes. Ed-tech platform Unacademy was also trolled recently for a skit that some social media users termed as “Anti-Hindu". Not long before, ethnic wear brand Mohey came under attack on social media for a Wedding ad featuring its brand ambassador Alia Bhatt.

Latest Reads
Jim Sarbh gets replaced by Chacha Chaudhary in Cred's latest ad film

Mumbai: Cred has launched its latest ad. But, this time it does not feature any of its usual line-up of Bollywood superstars or Sports celebrities. In a departure from its tried and tested formula, the fintech brand has released an animated film with the disclaimer ‘Not an ad’, featuring Indian...

MAM Media and Advertising Ad Campaigns
Ruder Finn bags communications mandate for WazirX NFT Marketplace

Integrated communications consultancy Ruder Finn has been entrusted with communications mandate for WazirX NFT Marketplace - a homegrown non-fungible tokens (NFTs) marketplace.

MAM Media and Advertising Account
Optiminastic Media launches digital influencer marketing platform Click2Collab

Digital marketing agency Optiminastic Media has announced the launch of Click2Collab, a tech-based influencer marketing platform.

MAM Marketing MAM
dentsu X recognised as Indian agency with ‘highest quali-points growth over 3 years’: RECMA

RECMA, the independent research firm that evaluates media agencies, has recognised dentsu X, the media agency from the house of dentsu India, as the Indian agency with the highest quali-points growth over three years.

MAM Media and Advertising AD Agencies
ZebPay appoints Tarun Jain as chief financial officer

Mumbai: Homegrown crypto-asset exchange ZebPay has announced the appointment of Tarun Jain as its chief financial officer (CFO). In this role, Jain will shape the strategic and long-term financial direction of ZebPay’s business. He will work closely with the leadership team to scale the...

MAM Media and Advertising People
Vector Brand Solutions announces its operating leadership team

MUMBAI : Vector Brand Solutions on Tuesday announced its operating leadership and appointed Tushar Bhatia, Ripanka Kalita and Mandar Gore to lead business, creative and strategy respectively.

MAM Marketing Brands
Flamingo launches new ad campaign with Hrithik Roshan

Mumbai: Flamingo, the flagship consumer healthcare brand of Ascent Meditech has kickstarted a 360-degree campaign with actor Hrithik Roshan. The brand has launched three TVCs, with each TVC showcasing brand partner Hrithik Roshan using one of Flamingo's hero products – Heat Belt, Knee Cap and...

MAM Media and Advertising Ad Campaigns
Tute Consult partners with health & glow to lead its communications mandate

Health & glow, a homegrown beauty and personal care destination has appointed Tute Consult, an integrated communications firm as its communication partner for driving a two-fold communications strategy for B2C and B2B stakeholders.

MAM Marketing Brands
Anushka Sharma features in Rajnigandha Pearls’ latest TVC

Rajnigandha Pearls, a DS Group brand has launched its new TV ad campaign featuring its brand ambassador and Bollywood star Anushka Sharma. The film has been directed by Prashant Madan and produced by Show and Tell Productions Pvt Ltd.

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required